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Nurture marketing provides new prospects, existing leads, and current clients expertise and valuable information they need for business success. It helps you
stay in touch and build relationships, so that when potential and current customers are ready to invest, your company is top of mind. There are a number of ways to implement this highly successful ‘nurture’ approach, but email newsletters are proving to be an inexpensive and effective option for many B2B companies.
Whether you’ve already jumped in or you’re ready to start experimenting with nurture newsletters, these best practices will help you get noticed in an inbox,
drive traffic to your website and keep your business top of mind.

Share your expertise. Many marketers instinctively see email newsletters as a means to make a sale. However, the most successful email newsletters share thought leadership that is valuable to the reader. When you move away from the hard sell and use newsletters to share what you know, you’re likely to become an expert that readers want to hear from again.

Plan your participation. Being an exhibitor isn’t the only choice for companies looking to build their business at trade shows. Participating as an attendee requires less of an investment and it pays off. Also consider opportunities to present or join a panel at trade shows. Studies have shown that demonstrating thought leadership is the most successful way to spark interest and attract new business, and it’s also the most cost-effective.

Narrow your focus. You only have a few seconds to draw a reader in and encourage them to take action, so it’s important to keep email newsletters short, focused and easy to read. Rather than packing a lot of detail into one newsletter, choose a few impactful points that will pique interest and leave the reader wanting more. Conclude each newsletter with a strong call to action that links back to your website for more information.

Know your audience. Before developing newsletter content, consider who you are talking to. This can be challenging if you’re emailing multiple groups with different needs; for instance, customers who already use your product or service versus new leads from a recent trade show. One way to ensure you’re delivering relevant content to each group is segmentation. Separate the groups in your email database and create a newsletter tailored to their unique needs.

Track what works. Measuring results is imperative to your nurture newsletter success. Use web analytics tools to determine your newsletter open rate, the number of click-throughs and the most frequently viewed pages on your website. This data will inform your future content strategy and help you develop topics that are of interest to your readers.

Stay in touch. After you’ve sent an email newsletter, continuing the conversation is key. Will you email a nurture newsletter every week? Once a month? If you’re unsure of the best solution for your business, test a few strategies. You may find that your audience responds better to a shorter email newsletter every couple of weeks, rather than one newsletter each month.

To learn more about how you can develop a nurture newsletter strategy that works, contact Eric Rabinowitz at
or 732-636-1001, x. 27.

Nurture Marketing: Marketing that Matters

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For more information, contact Eric Rabinowitz at 732 636-1001 x 27 or via e-mail at and visit our website at

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  Nurture Marketing  |  321 Main Street  |  Woodbridge, NJ 07095  |  732-636-1001

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17 Starr Road
East Brunswick, NJ 08816